Ford Ecosport Suggestive Marketing Positioning

Ford Ecosport Suggestive Marketing Positioning

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  Ford Ecosport Suggestive BrandPositioning of the most awaited compact SUV 2013
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  Preface This PPT isaimed at suggesting a point of view on the positioning strategy of recently launched car Ecosport from Ford. This document is intended towards enhancing knowledge, sharing and discussing marketing views. It is not backed by any research or consumer/market data and is purely based on information available over the internet and word of mouth derivatives. Derivatives and conclusions are purely an individual point of view and are open to discussions.
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  Features and Benefits FeatureBenefit Sub 4 meter length Price Benefit 1 litre Petrol and 1.5 litre Diesel Turbo Engines Better Fuel Economy & Power 550mm water wading & 200mm ground clearance, Comfortable city drive with Hill Launch Assist with occasional mild off-roading Voice enable stereo, flexible storage space City convenience, Climate Control, Central Lock Highway convenience Parking sensor, ABS with EBD, Traction Control, City parking ESP, Airbags standard convenience, Highway safetySource: http://www.india.ford.com/suvs/ecosport/features/safety?sitetype=web&site=FIPL#f=1
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  Mother Brand Ford isan American Automobile manufacturer who has been in India since 1996 with its car Ford Escort and has launched cars across categories, It has tasted fair amount of success with Ikon, Fiesta, Endeavour, and Figo. So far Figo being the most successful from its arsenal. Ford in India stands for… Fun to ride (ikon, Fiesta, Endeavour) Reasonably priced (ikon, Figo) Source: There wasn’t a planned research done from my end to back this thought, however is purely based on word of mouth sentiments of sub brands from Ford Technology at par with the category (New Fiesta, Figo, Endeavour FUN TO RIDE REASONABLY PRICED TECHNOLOGY AT PAR
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  Category Competition Maruti SuzukiErtiga Compact MUV Mahindra Quanto Compact SUV Renault Duster Compact SUV I n d i r e c t C o mp e t i t i o n D i r e c t C o mp e t i t i o n
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  Competition Strength andWeakness Competition Strength Weakness MS Ertiga After Sales Value/Service, Indirect Easier maintenance competition Mahindra Quanto Strong SUV brand, Lacks Lesser priced features Renault Duster Current compact SUV leader Expensive price bracket
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  Competition Positioning MS Ertiga Talksabout: Mileage, Space, Convenience Proposition: LUV – Life Utility Vehicle is a broad positioning USP: Mother brand influence on the car brand Media: TV, OOH, Print, Web banner, SNS pages Product placement in movie ‘Mere Dad ki Maruti’
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  Competition Positioning Mahindra Quanto Talksabout: Mileage, Convenience, Compares to hatchback Proposition: Better than a hatch USP: Mother brand SUV maker Media: TV, OOH, Print, Web banner, SNS pages
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  Competition Positioning Renault Duster Talksabout: Mileage, Space, Design Proposition: Upgrade launch USP: Already a success Media: TV, OOH, Print
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  Ford Ecosport currentpositioning Ford Ecosport Talks about: Urban discoveries contest Proposition: Discover your city USP: most anticipated and awaited launch of the year Media: TV, OOH, Print, Microsite
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  Positioning MapPerformance Brand Value/ Premium Value/Cost Duster Ertiga Quanto Ecosport With only price and feature difference, brands in Compact SUV/MUV segment have generic positioning and lack brand personality
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  Suggested PositioningPerformance Brand Value/ Premium Ecosport Positioning of Ecosport currently is very generic. Ecosport is following the compact SUV segment trend of being generic. Since the product is exceptional; a generic position is cluttering the segment and under utilising the opportunity of being distinct. Discover your city Value/Cost suggested Ecosport positioning Ecosport is powerful yet efficient and has features that comes as standard hence user experience is enhanced. It has successfully developed great pre-launch hype and hence can enjoy hype advantage Exclusive driving pleasure
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  Suggested Positioning Rationale Topproduct offerings Power to mileage is best in class ABS, Keyless entry, Parking sensor, climate control, Airbags, and height adjustability driver seat are standard. Globally hit sub brand, category best prelaunch hype Not the costliest or the cheapest among the competition Source: http://www.carwale.com/comparecars/carcomparison.aspx?car1=2973&car2=2665&car3=2580&car4=1774 P e r f o r ma n c e F e a t u r e s V a l u e B r a n d V a l u e
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  Ideas for suggestedPositioning Idea: Creative brief should be centered around exclusivity. Proposition of the campaign should be “get an exclusive experience” Media: exclusive product placement at exclusive locations, co promotion on fan page of exclusive brands like Sunburn, Starbucks, Swiss military (it would be nice to see a Swiss military limited edition Ecosport). In case mediums like print or TV is considered then it should be kept as exclusive as possible. Idea is to let TG chase the brand rather than brand chase the TG.
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  T h an k y o u f o r s p a r i n g y o u r p r e c i o u s t i m e . F o r q u e r i e s a n d d i s c u s s i o n s , p l e a s e c o n t a c t : Email: [email protected] Twitter: https://twitter.com/Yogy_Om Facebook: https://www.facebook.com/Mrityunjaya